Some parents embarassed that their baby is bald are using celebrity wigs designed for infants up to 9 months old.
The wigs include: a Bob Marley style dreadlock wig, a Samuel L Jackson afro a Donald Trump comb-over - perhaps for that mature look.
For the girls there's flowing pink locks based on singer Lil' Kim.
The trend is causing outrage among some mothers.
Michelle Elliott of Kidscape said as well as unnecessary the wigs could be dangerous.
"This is ridiculous. Any parent who buys one of these wigs for their child needs their head examining."
Wigs are incredibly uncomfortable for a start. Babies are wonderful but dirty little things and the last thing they need is a wig."
The wigs are manufactured by California-based firm BabyToupee.
The firm's website says its aim to "show that while parenting can be a great responsibility, it can also be a source of endless amusement."
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